BDC DIAG: Achieving success with Mercedes Benz’s “ALL-New” 2017 CER Survey

Every year Mercedes Benz makes changes to their survey process to build brand loyalty by having their dealers take actions to chase scores. Mercedes has completed extensive research to figure out what types of customer experiences translates into customer advocacy.

The first step to achieving consistently excellent CER is knowing and understanding what you’re being graded on. Advisors should act as though they are Account Executives. Every detail of the service should be planned, executed, double checked, and properly explained prior to delivery.

Services Advisors need to have sales skills, communication skills, organization, and the ability to be consistent day in and day out.

Consider the areas Mercedes has chosen to focus on in 2017 such as:

• Timeliness to greet the customer in the drive
• Explaining maintenance & repairs
• Ability to complete work the first time
• Pick up process
• Follow-up from dealer

What can using a 3rd party vendor for CSI Follow-up do for you?
Great Advisors can get you there, but it’s very difficult to maintain a great staff all the time. It’s easy for Advisors to become complacent when things are going well for too long! An effective follow-up system is the key to identifying when your Advisors make mistakes. A 3rd party follow-up vendor such as DGA will also provide an immediate impact with your completely satisfied customers, problematic customers, and the ones that are in between.  DGA’s follow-up system is key in identifying problematic customers so that you can address the issues prior to the customer receiving the Mercedes Benz survey. Our service will also identify your completely satisfied customers and educate them about the survey process, so they will return the manufacturer’s survey.

What makes DGA the Premier Option for CSI Follow-up?

Data
Accurate data is vital to ensure you are contacting the right customers in a timely manner. Madelia only pulls one phone number. Dealers that plan to use Madelia for their call list should make sure that the cell phone numbers are populating in the home number field to achieve high contact rates. Dealers should also rely on the DMS or a 3rd party software to access additional phone numbers and email addresses since Madelia only provides one phone number & one email.

Building Dealer Loyalty into the Script & Extensive Training
The script should sound natural and build dealer loyalty. There is nothing worse than receiving a follow-up call from someone who sounds like they are reading. This comes across as very disingenuous! Follow-up representatives need to understand the survey process, survey timeline, and know what the weighted questions are. Always use the Service Manager & Advisor’s name serval times during your follow up call. You want the customer to make a connection with their Advisor, Service Manager, and your dealership so they are more likely to return a perfect survey. Mercedes knows that score chasing will often result in better processes.

Timeliness of Follow-up Call
Mercedes Benz surveys their customers 10 days after service. This gives dealers plenty of time to follow-up with all of their customers, identify issues with customers, and fix any issues prior to the customer receiving a survey from Mercedes. Start the follow-up process 24 hours after the record populates in Madelia. 4 attempts seems to be the perfect amount to reach a high percentage of customers without upsetting them by making too many attempts.

Customer Concern Resolution
Most dealers will find that 10-15% of their customers have issues that are identified during the follow-up call. Most customer issues can be quickly turned into perfect surveys if they are handled quickly and correctly. Often an issue that is fixed quickly and correctly can create a loyal customer quicker than a customer that had no issue at all.

Advisor Reporting
Dealers focus on the weighted questions during the follow-up call. Track your customer’s perception of your Advisors. The quantity of the data generated from the follow-up call is more extensive than the data dealers are receiving from the Mercedes Benz survey. Dealers will find out quicker what needs to be fixed internally by tracking the data from the follow-up rather than waiting to see what Mercedes Benz reporting states.

I’m a Partner and Chief Operating Officer of DGA with 15 years’ experience from the vendor side of the auto industry. DGA is an automotive-only call center vendor that specializes in Virtual BDC services. We offer full service inbound appointment scheduling, CSI follow-up, and various types of outbound lead generation.

We love the auto industry and are eager to help our clients achieve success in any way that we can.

Nicholas Lawrenson
COO
DGA 
www.DGAauto.com 
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